Across the board cost cutting is an attractive option as times get tougher, just make sure you are not cutting the costs that create the value customers pay for.

The first thing that usually gets cut in a period of tight money is the so called discretionary spending that makes up the bulk of the marketing budget.

Fortunes are made by being different, not following the crowd, so why follow this one?

Use the downturn to market aggressively to your customers, communicate your value proposition, innovate across the board in every way you interact with your market,  and reap the reward when the recovery starts.